Coca-Cola Zero Sugar

Objective

Coca-Cola Zero Sugar (CCZS) set out to make a splash during the Summer of Sport with its Uplifting Breaks campaign, designed to bring moments of refreshment and excitement to fans. The campaign had two clear ambitions:

1. To drive purchases of Coca-Cola Zero Sugar by encouraging users to scan QR codes on bottles for the chance to win tickets to the 2024 Olympics and Euros.

2. To understand TikTok's ability to deliver measurable, incremental sales and connect digital engagement with offline purchasing behaviour.

Solution

To deliver on these ambitions, Coca-Cola crafted a multi-faceted TikTok campaign that combined impactful creativity with sophisticated targeting and measurement.The campaign utilised:

• Smart Bundling with Pulse and Auction In-feed ads, optimised to maximise reach and video views, ensuring Coca-Cola's message reached the right audiences.

• A mix of branded and creator-led assets, featuring footballer and content creator Jess Watkins, whose authentic and relatable content helped drive engagement and amplify the campaign's appeal.

Measurement was at the heart of this strategy. Coca-Cola leveraged with TikTok's suite of third-party measurement solutions, including a LiveRamp Sales Lift Study and a Neurons Attention Study, to quantify the campaign's impact and gain an understanding of how ad exposure translates into consumer action. These insights allowed Coca-Cola to optimise performance and gain a deeper understanding of customer behaviour.

Results

The Uplifting Breaks campaign delivered stellar results, showcasing TikTok's strength in driving both engagement and sales:

• £7.38 iROAS, significantly outperforming the £0.20 benchmark for LiveRamp x TikTok campaigns.

• 2.01% sales lift across Coca-Cola's product portfolio.

• 1.88% customer lift, reflecting growth in the number of buyers engaging with Coca-Cola Zero Sugar.

The findings revealed two key insights into what drove these results:

1. Ad frequency matters: Users who were exposed to TikTok ads two or more times showed a significantly higher propensity to purchase Coca-Cola Zero Sugar.

2. Creative diversity drives action: Audiences who engaged with multiple types of creative assets spent more than those who saw just one, underscoring the importance of variety in campaign execution.

These metrics demonstrate TikTok's effectiveness at delivering tangible results reinforce the value of a well-rounded strategy that combines reach, repetition, and creative variety.

Impact

This campaign was a powerful reminder of TikTok's ability to go beyond digital engagement and deliver measurable business outcomes for CPG brands. By turning moments of entertainment into actionable moments of purchase, Coca-Cola Zero Sugar successfully bridged the gap between online connection and offline sales.For Coca-Cola, the Uplifting Breaks campaign highlighted the power of pairing TikTok-first creative with smart measurement.